Alyssa DeMatteo, owner of Wildflour Confections in Seymour, holds a plate of her pumpkin spice and French toast cupcakes. The treats represent two of fall’s favorite flavors, pumpkin spice and maple (maple syrup is soaked into the French toast cupcakes). less

Alyssa DeMatteo, owner of Wildflour Confections in Seymour, holds a plate of her pumpkin spice and French toast cupcakes. The treats represent two of fall’s favorite flavors, pumpkin spice and maple (maple ... more

At Wildflour Confections in Seymour, two of the top flavors of fall are on the menu. On the left, are pumpkin spice cupcakes and on the right, are the French toast cupcakes filled with maple syrup and cinnamon buttercream. less

At Wildflour Confections in Seymour, two of the top flavors of fall are on the menu. On the left, are pumpkin spice cupcakes and on the right, are the French toast cupcakes filled with maple syrup and cinnamon ... more

Pumpkin is back at Dunkin’ Donuts, as is a new flavor, maple. Here, the popular pumpkin macchiato shares some counter space with maple pecan iced coffee.

Pumpkin is back at Dunkin’ Donuts, as is a new flavor, maple. Here, the popular pumpkin macchiato shares some counter space with maple pecan iced coffee.

Photo: Dunkin' Donuts / Contributed Photo

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For many seasons, pumpkin spice ruled at Dunkin’ Donuts. This year, along with pumpkin macchiatos, pumpkin doughnuts and pumpkin cream cheese spread, bottom right to left, there is a new flavor in town: the maple sugar bacon breakfast sandwich, top left, and maple pecan-flavored coffee, top right. less

For many seasons, pumpkin spice ruled at Dunkin’ Donuts. This year, along with pumpkin macchiatos, pumpkin doughnuts and pumpkin cream cheese spread, bottom right to left, there is a new flavor in town: the ... more

Photo: Dunkin' Donuts / Contributed Photo

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The Starbucks' pumpkin spice latte, which was introduced more than 14 years ago, is widely credited with ushering in the pumpkin spice craze.

The Starbucks' pumpkin spice latte, which was introduced more than 14 years ago, is widely credited with ushering in the pumpkin spice craze.

This season, it is the latest addition to an armada of products dusted with what has become fall’s go-to flavor, or scent. Wander into nearly any grocery store this month and the orange-accented items are not just for Halloween anymore. Tea, coffee, energy bars, cereals, creamers, hummus, yogurt, frozen waffles, cookies, ice cream, ale, soup, candy and chips all tout pumpkin spice flavor.

When those are gone, you can reach for the air fresheners, scented sprays and candles to keep your house smelling perfectly pumpkin.

During the last 10 years, pumpkin spice has steadily gained prominence in consumer products far and wide, from retail and grocery stores to specialty drink shops and restaurants. In 2007, there were only 10 pumpkin spice limited time items on major restaurant chain menus; last year there were 73, according to Dataessentials, a food industry market research company.

But nothing lasts forever. An article last month on the news site MarketWatch revealed the volume of pumpkin spice products online has increased each year, but sales have not kept pace. Good ol’ maple, according to experts in the article, has emerged as a potential rival — the kind of news that could make a pumpkin spice fan jittery.

Alyssa DeMatteo, owner of Wildflour Confections in Seymour, however, is not too fazed. In fact, she is hedging her bets, offering two cupcake flavors to satiate those in Team Pumpkin and Team Maple. Her pumpkin spice features a spicy pumpkin cake, while her French toast is a cinnamon cake soaked with maple syrup.

“I always knew I would do a pumpkin spice,” she says. The bakery offers a rotating menu of about 150 flavors, including other pumpkin items, such as pumpkin cannoli and salted caramel pumpkin cupcakes. “I don’t do the pumpkin spice year-round. It’s typically through the fall. But I will do a teaser in August, because I know people look forward to it. I look forward to it. And the French toast is always a crowd pleaser.”

Some of the big food chains have employed the same kind of approach. Starbucks, which is credited with spawning the pumpkin spice craze with the introduction of the pumpkin spice latte in 2003, followed up the Sept. 5 release of the PSL (as it is affectionately known) with a Sept. 22 debut of its maple pecan latte.

Dunkin’ Donuts also has the double shot of limited-time pumpkin- and maple-flavored items, including the new pumpkin cream cheese spread and maple sugar bacon breakfast sandwich and maple pecan coffee. The chain first launched its pumpkin spice baked goods in 2003, following up four years later with its coffee.

“The entire pumpkin lineup is highly anticipated, and it seems that our fans are demanding pumpkin earlier and earlier each year,” said Paul Racicot, director of research and development for Dunkin’ Donuts, by email. “For guests, the change of seasons evokes feelings of nostalgia, and our guests are looking for products associated with the new season — pumpkin has been very popular in that sense.”

Still, Racicot says early indications are that consumers are embracing maple, too. “Maple is a trending flavor, but also an approachable flavor. Pumpkin has been great for us, so we’re excited to be giving fans even more choices — pumpkin being the classic they know and love and maple pecan, a new flavor we know they’ll fall in love with.”

It’s hard to imagine a flavor’s fall from grace as an apocalyptic disaster, given such a tumble would merely result in a few less orange-hued products on the shelf or less pumpkin-spice hysteria on social media. However, it is a big business, assessing the next big taste. Consumers are fickle and those seasonal offerings and limited-time offerings can create a buzz and interest that gets customers through the door.

Stop & Shop launched a limited-time originals program in 2015 with pumpkin. Since then, a new flavor is introduced for six to eight weeks, or until quantities last. They have included limoncello, toasted coconut and honeycrisp apple. Pumpkin is one of the recurring flavors and is in stores now, while maple was in the spotlight (along with bacon) late last year.

“Customer response has been incredibly positive right from the start,” says spokesman Phil Tracey, who noted the honeycrisp apple came from customers’ suggestions on social media.

Ultimately, you, the consumer, holds the fate of these culinary contenders in your hands. Speaking of which, you might be able to broker a peace deal by picking up a package of Trader Joe’s pumpkin spice scone mix with maple- flavored icing. You just have to add water.